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Marketing 16th Edition

Engagement. Leadership. Innovation. This market-leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported by an extensive instructor resources package, Kerin ۱۶e is up-to-date with additional emphases on social media, marketing metrics, financial aspects of marketing, and decision-making. Additionally, there is expanded coverage on social responsibility and sustainability topics such as privacy, social entrepreneurship, diversity, equity, inclusion, and environmental impact. The 16e continues its real-world focus with “Marketing Matters,” “Making Responsible Decisions,” “Insights about me,” “Applying Marketing Metrics,” “Integration of the Customer Journey” and “Building your Marketing Plan” features throughout.

Key marketplace changes related to the pandemic such as curbside pick-up, touchless payment, and delivery have been incorporated. Also featured is the growing trend toward purpose-driven brands through companies such as Bombas and Chipotle, as well as discussion of the many applications and implications of new and emerging technologies. All these examples come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others! Keep your course current by subscribing to the Kerin & Hartley Marketing blog (https://kerinmarketing.com ), which brings current marketing issues to your class, complete with discussion questions.

Contents

۱. Creating Customer Relationships and Value through Marketing
۲. Developing Successful Organizational and Marketing Strategies
۳. Scanning the Marketing Environment
۴. Ethical and Social Responsibility for Sustainable Marketing
۵. Understanding Consumer Behavior
۶. Understanding Organizations as Customers
۷. Understanding and Reaching Global Consumers and Markets
۸. Marketing Research. From Customer Insights to Actions
۹. Market Segmentation, Targeting, and Positioning
۱۰. Developing New Products and Services
۱۱. Managing Successful Products, Services, and Brands
۱۲. Services Marketing
۱۳. Building the Price Foundation
۱۴. Arriving at the Final Price
۱۵. Managing Marketing Channels and Supply Chains
۱۶. Retailing and Wholesaling
۱۷. Implementing Interactive and Multichannel Marketing
۱۸. Integrated Marketing Communications and Direct Marketing
۱۹. Advertising, Sales Promotion, and Public Relations
۲۰. Using Social Media and Mobile Marketing to Connect with Consumers
۲۱. Personal Selling and Sales Management
۲۲. Pulling It All Together. The Strategic Marketing Process